Topps/Bowman competition in the early to mid 1950's
mikeschmidt
Posts: 5,756 ✭✭✭
Does anyone out there have any knowledge as to the market penetration of Topps versus Bowman in the 1951 to 1955 framework? Do we have any evidence as to how much, if at all, Topps outsold Bowman? I imagine that Bowman had a fairly strong portion of the market in 1951 -- but that the tides had turned completely around by 1954/1955.
Was Topps controlling 75% of the market by 1955 (excluding regionals)? More? Less?
From what little is known, Topps clearly was overshooting their sales projections back in 1952 -- leaving them with a warehouse full of high numbers that eventually got dumped in the Atlantic Ocean. Was this because of Bowman's clear dominance still in 1952, or just a market satuation?
Not sure if anyone out there has access to this information -- but I am curious, and would love to know if any of this information is out there. Are Sy Berger and Woody Gelman still alive? Have any of the hobby collectors who frequent these boards befriended either Berger or Gelman? Looking for a little history information here -- we younger collectors would love to know if anyone can enlighten us.
Marc
Was Topps controlling 75% of the market by 1955 (excluding regionals)? More? Less?
From what little is known, Topps clearly was overshooting their sales projections back in 1952 -- leaving them with a warehouse full of high numbers that eventually got dumped in the Atlantic Ocean. Was this because of Bowman's clear dominance still in 1952, or just a market satuation?
Not sure if anyone out there has access to this information -- but I am curious, and would love to know if any of this information is out there. Are Sy Berger and Woody Gelman still alive? Have any of the hobby collectors who frequent these boards befriended either Berger or Gelman? Looking for a little history information here -- we younger collectors would love to know if anyone can enlighten us.
Marc
I am actively buying MIKE SCHMIDT gem mint baseball cards. Also looking for any 19th century cabinets of Philadephia Nationals. Please PM with additional details.
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Comments
You'd have an easier time trying to learn US troop movements than find out any info from Topps about their financial or marketing data. They won't/can't even acknowledge issuing the 1961 test issue attributed to them.
Not sure about Sy Berger, but Mr. Gelman has been deceased for many years.
Born in '59, I cannot speak to your questions first hand, but share your curiosity, and have my own thoughts. As for 1952, marketing may have been to blame for the shortfall in sales. There were 6 series of cards, 407 total, which was so far beyond what anyone had tried before. No checklists, and no ready, sure-fire way to let collectors know more were coming (although you would have thought the wax wrappers could announce "more than 400 cards' or " 6 series" etc). Of course, stores would not order new cards/series until the others were sold out, so it's quite possible stagnant sales in the middle series meant few orders for high numbers. Again, though, why should anyone have anticipated anything like 6 series or 407 cards? Also, Topps underestimated the power of football-even back then- to shift collectors' focus in the fall, so Bowman made out big there.
As for the other years, I believe costs, more than failing popularity, did in Bowman. Many years of litigation over players' rights, and the huge bill of producing those '53 color gems, lowered Bowman production. Still, I believe they sold well, and Topps market share is not necessarily indicative of income. While Topps cards are somewhat more plentiful, Topps took a beating too in 53-55, I would suspect, or at least the bottom line was far thinner than expected.
Todd
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